2025
25 Years of Travel, Told Through India’s Memories.
Brand
MakeMyTrip
Campaign
Time Travelling Billboards
Our Role
OOH Conceptualisation, Cultural Strategy, Copywriting, Visual Identity, Nostalgia Curation, Design & Execution
MakeMyTrip turned 25 — a milestone most brands celebrate with timelines, awards, or product showcases. But this anniversary wasn’t about the brand. It was about the India that grew up with it.
So we built an OOH campaign that didn’t talk at people — it took them back in time. Each billboard began with the same simple line: “We started when…” And what followed wasn’t corporate history, but cultural memory.
When screen time was only for Snake.
When playlists had Side A & B.
When camera rolls had just 36 photos.
Every line paired with visuals straight out of India’s collective childhood — cassette tapes, floppy disks, Gameboy-style consoles, dial-up modems, Nokia 3310 screens.
Instead of shouting the brand’s longevity, we let nostalgia do the talking. And India listened.
The hoardings went viral within hours and got shared not as ads but as memories.
“The campaign reminded us why MakeMyTrip exists — not just to book trips, but to be part of India’s journey. These billboards didn’t celebrate our 25 years; they celebrated the memories we’ve shared with an entire generation.”